SANTA MONICA, Calif.--(BUSINESS WIRE)--GumGum Sports , the leader in sports media valuation powered by computer vision technology, today released its analyses of broadcast and social media coverage of the 2018 Masters Golf Tournament®, showcasing the top brands and value generated by each throughout the tournament.
GumGum Sports turned its award-winning applied computer vision technology on The Masters Tournament and the sponsors of the players’ apparel during the event, having holistically tracked and valued broadcast footage, and owned and non-owned social media accounts, for each of the brands.
Ultimate Software, sponsor of first-time Masters Tournament winner, Patrick Reed, secured the top non-sports brand media spot at $16,070,465 in sponsor media value and seventh overall brand of the tournament, joining the big-league ranks of Nike, Under Armour, Puma, Adidas, TaylorMade and Callaway. Also noteworthy, Titleist, Tiger Woods’ Logo (TW) and Mutual of Omaha rounded out the top ten and 84% of Ultimate Software’s broadcast value came in the final two rounds with 87% of their social media value driven the final day.
“Nike drove the most media value from player apparel endorsing brands primarily from their branding on front of hat and shirt chest,” said Jeff Katz, GM of GumGum Sports. “Overall, our industry-leading computer vision platform counted more than 25,000 seconds of screen time for Nike, followed by 8,200 for Under Armour across broadcast and social media channels.”
GumGum Sports also observed the "Tiger Effect" as still being alive and well among golf fans. Tiger Woods returned to top form and performed well for his sponsors, driving $19 million in media value. However, 96% of his sponsor media value came from the first two rounds, after which he was too far back in the pack to be a contender.
Other key takeaways from the GumGum Sports Masters Tournament Analysis include:
- The Masters Logo on the Green Jacket generated $4.2M in overall media value.
- Brands located on the Hat- Front (38% or $186.3 million) and Shirt- Chest (31.5% or $154.8 million) drove highest media value.
- The 64 brands tracked garnered 14,000+ exposures and 74,000+ seconds of footage across TV and social media.
- Top Performing non-sports brands included Ultimate Software, Mutual of Omaha, Mercedes, Grant Thornton, NetJets, New Relic, Vistage, Royal Bank of Canada and Waste Management.
- Images drove 83% of Total Social Media Sponsor Value relative to video.
GumGum Sports premium clients enjoy the only pure universal and global view of valuation in today’s measurement market through the ability to track the broadcast, live streams, the owned and operated social media outlets and the long-tail of non-owned social accounts with sport and entity detection using patented computer vision technology.
GumGum Sports already provides media valuation services across the NBA, NFL, NHL, MLB, MLS, MMA as well as Stadium, a new, first-of-its-kind multi-platform sports network.
To learn more about GumGum Sports visit: https://gumgum.com/sports
About GumGum Sports
GumGum Sports is a division of GumGum that leverages GumGum’s computer vision technology to help brands, agencies and rights holders go Beyond The Broadcast™ to capture the full media value of sports sponsorships that include visible signage across television and social media. By analyzing live broadcasts, social media and digital streaming, GumGum Sports provides accurate, timely, and comprehensive media valuations. They enable rights holders to retain and grow partner revenue and give sponsors the ability to track and optimize media value across a portfolio of sponsorships.